John Dillon, VP and CMO of Akamai, discusses the evolving eCommerce market environment and opportunities and challenges for businesses. He outlines how Akamai delivers around 30% of global web traffic and enables over $250 billion in annual eCommerce. He then discusses best practices for businesses, including measuring customer experiences, optimizing performance across different situations, and securing their online presence from security threats to improve performance and grow revenue opportunities.

1. LEADER’S VIEW OF THE eCOMMERCE MARKET
ENVIRONMENT,THREATS AND BUSINESS FUTURE
John Dillon VP, Chief Marketing Officer - EMEA

2. ©2014 AKAMAI | FASTER FORWARDTM
Agenda
Akamai and the evolution of the Web
Internet & eCommerce outlook in Russia
The opportunity and challenges
Best practices for managing situational performance online

3. ©2014 AKAMAI | FASTER FORWARDTM
• Delivering around 30% of
global Web traffic
• 2 trillion interactions daily
• Protecting sites against
200 Gbps+ attacks
• Enabling >$250 billion in
annual eCommerce
• A single network hop from
90% of Internet users

4. ©2014 AKAMAI | FASTER FORWARDTM
Evolution of the Web

5. ©2014 AKAMAI | FASTER FORWARDTM
Grow revenue opportunities with fast, personalized
web experiences and manage complexity from peak
demand, mobile devices and data collection.

6. ©2014 AKAMAI | FASTER FORWARDTM
Today’s Shopper Is Empowered and Connected

7. ©2014 AKAMAI | FASTER FORWARDTM
Russia – Internet and e-Commerce Outlook
Internet users & mobile traffic growth projections
Source: Emarketer/ Statista 2014
Source: J’son & Partners, Mobile Internet Market Review, 2013
0
10
20
30
40
50
60
70
80
90
100
2011 2012 2013 2014 2015 2016
Internet Users (M)
0
500
1000
1500
2000
2500
3000
3500
2011 2012 2013 2014 2015 2016
Mobile Data Traffic (PB)
62.4% of population by 2016 Over 50% CAGR

8. ©2014 AKAMAI | FASTER FORWARDTM
Russia – Internet and e-Commerce Outlook
Online Shoppers and forecast e-Commerce market.
Source: Emarketer/ Statista 2014
Source: J’son & Partners, Mobile Internet Market Review, 2013
0
10
20
30
40
50
60
70
80
90
Online Shoppers
(as a % of Internet users)
0
5
10
15
20
25
30
2011 2012 2013 2014 2015 2016
Russia E-Commerce Market
(€Bn)
Over 25% CAGR

9. ©2014 AKAMAI | FASTER FORWARDTM
Business Opportunities
Retail traffic growth
online
Big shopping events
Mobile traffic to retail
sites
Opportunity to engage
shoppers across
multiple channels

10. ©2014 AKAMAI | FASTER FORWARDTM
But Challenges Persist….
Online traffic growth
Mitigate security risks
Critical big events
Scale seamlessly
Increased Mobile Traffic
Make mobile fast
Omni channel consumers
Situational performance

11. ©2014 AKAMAI | FASTER FORWARDTM
Wide variety of needs and content …
The Web Is Now…
SITUATIONAL
… delivered online to any device or location.

12. ©2014 AKAMAI | FASTER FORWARDTM
Delivering Fast, High Quality Experiences is Challenging
Device Types Browsers Connectivity Content Origins
Yours
3rd Parties

13. ©2014 AKAMAI | FASTER FORWARDTM
Best Practices
1. Measure
2. Optimize
3. Secure

14. ©2014 AKAMAI | FASTER FORWARDTM
Best Practices for Optimizing Web Experiences
1. Measure customer experiences
• Monitor performance of real users.
• Focus on your customer situations.

15. ©2014 AKAMAI | FASTER FORWARDTM
Are My Most Important Users Having a Good Experience?
iPhone Users
Android Users
Android devices loaded 30%
slower…
… and they had 2x
as many requests
Android iPhone
166,811
140,000
120,000
80,000
60,000
40,000
20,000
0
100,000
Count
Time(inms)

16. ©2014 AKAMAI | FASTER FORWARDTM
Best Practices for Optimizing Web Experiences
•
•
2. Optimize performance
• Position content closer to end-users.
• Reduce network latency, number of
requests, page size.
• Accelerate rendering.

17. ©2014 AKAMAI | FASTER FORWARDTM
Optimize Performance Across Situations
Customer
Infrastructure
Internet Backbone
Local ISP/Mobile
Network Operator
Caching
IP/Routing
Pre-fetch
FEO
Compression
TCP/Transport
HTTP/Protocol

18. ©2014 AKAMAI | FASTER FORWARDTM
Grow revenue opportunities with fast, personalized
web experiences and manage complexity from peak
demand, mobile devices and data collection.
Data from Real Users
65k data points over 7 days
Optimised No Optimisation

19. ©2014 AKAMAI | FASTER FORWARDTM
Grow revenue opportunities with fast, personalized
web experiences and manage complexity from peak
demand, mobile devices and data collection.
Data from Real Users
65k data points over 7 days
16%
33%
less audience
>8 seconds with
Aqua Ion
Optimised No Optimisation

20. ©2014 AKAMAI | FASTER FORWARDTM
Grow revenue opportunities with fast, personalized
web experiences and manage complexity from peak
demand, mobile devices and data collection.
Data from Real Users
65k data points over 7 days
49%
26%
more audience
under 4
seconds with
Aqua Ion
Optimised No Optimisation

21. ©2014 AKAMAI | FASTER FORWARDTM
Best Practices for Optimizing Web Experiences
•
•
•
•
•
3. Secure online presence
• Protect customer data and ensure
availability.

22. ©2014 AKAMAI | FASTER FORWARDTM
Cyber Criminals Seize Opportunity
Attacksperpageview
11/1/2013 11/8/2013 11/15/2013 11/22/2013 11/29/2013

23. ©2014 AKAMAI | FASTER FORWARDTM
Best Practices
1. Measure
2. Optimize
3. Secure

24. ©2014 AKAMAI | FASTER FORWARDTM
Grow revenue opportunities with fast, personalized
web experiences and manage complexity from peak
demand, mobile devices and data collection.

25. ©2014 AKAMAI | FASTER FORWARDTM
Grow revenue opportunities with fast, personalized
web experiences and manage complexity from peak
demand, mobile devices and data collection.
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26. Thank you